positioning is important, but if what you are positioning for isn't creating results, then why bother with that reference?
I would prefer to give references on conversion + positioning that = results...
If all an
SEO cares about is getting your site to the Top 10 then you should bypass that company and move on to a result oriented expert.
In today's market, if someone says they can create results, they best be ready to prove conversion results and not just show you where you are ranking on keywords that are not effective to your marketing goals.
SEO Experts should know the difference between random positioning and converted positioning. If all you want are numbers, anyone can do that. If you want to increase your sales, that's a different chapter and whole new
SEO experience.